Daily budget is the average amount a campaign or ad set may spend per calendar day on a given platform. Spend can exceed the daily budget on high-traffic days because networks pace delivery across the week — it is a pacing target, not a hard invoice cap. Raising daily budget resets learning on some Meta and TikTok objectives; lowering it can throttle delivery mid-day.
Use lifetime budget when flight dates are fixed (events, promos); use daily budget for always-on performance.
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Last verified Jun 4, 2026